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Emotional Design
Borrys Hasian
Jakarta - Dec 2015
Circle UX
Emotional Design
Emotional Design
Expected Utility Experienced Utility Remembered Utility
Should I come back?
Users decision to come back
Attractive things work
better.
Emotional Design
Personality
Emotional Design
Visceral
Emotional Design
Emotional Design
Behavioral
Emotional Design
Emotional Design
Reflective
Peak-end rule
Peak
End
Emotional Design
Questions?
Emotional Design
Expected Utility Experienced Utility Remembered Utility
Should I come back?
Users decision to come back
The levels of processing in the brainProduct Personality
Visceral
Behavioral
Reflective
Appearance, touch, and
feel
Function, performance,
usability, and simplicity.
Self-image, personal
satisfaction, memories
Motor
Big Idea
The users Problems/Challenges
Personality of your
web/app
Minimum features
30s Pitch
One short sentence of your web/app
One brief target users
Big idea: What is your web/app all
about?
Who are the users?
Pick 3 adjectives that represent your
web/app
What’s the personality of your
web/app?
One short catchy sentence to sell your
web/app
How would you sell your web/app?
Define 3 problems/challenges and
features to solve the
problems/challenges.
What are the problems you’re trying to
solve?
Persona
Example
A
adaptable
adventurous
affable
affectionate
agreeable
ambitious
amiable
amicable
amusing
Adjectives for Product Personality
B
brave
bright
broad-minded
C
calm
careful
charming
communicative
compassionate
D
determined
diligent
dynamic
E
easygoing
emotional
energetic
enthusiastic
exuberant
ありがとう!Stay in touch, visit
www.borrys.com
www.circleux.com

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Emotional Design